High Touch - an innovative scheme for new product development: case studies 1994-1998

Abstract

Although many product developers may have high hopes for developing a new product in their respective domains. most product development efforts focus on incremental innovations. Accordingly. most research on the product development process focuses on the development of evolutionary products. In a project seeking the means for achieving breakthrough innovations, the fundamental question is: How do we integrate the innovative ideas into the product development process'! To provide an answer to the question, the concept of High Touch is presented with case studies conducted between 1994 and 1998. This study also presents a systematic model for identifying the: consumer needs and for generating new product 'ideas' based on the identified needs. High Touch is a product development strategy initiated and promoted by the first author since the 1980s. The insight gathered From the model and case studies of High Touch showed that the process for innovative product development should allow exploration and diversion of the project team facilitated with heavily consumer-driven development process. The kev success factor for all the case studies presented in this study seems to come from the systematic convergence of technological competence and the visionary role of the development team. In the front end of the successful new product development, the vision and implicit potential of the product should sometimes override the typical feasibility analysis, market assessment, and financial analysis of the product. Relevance to industry New product development is a key factor to the successful product strategy and thus, one of the most important components of a firm's competitiveness. The method and case studies presented in this paper will be useful to any industry that designs and produces consumer products. Especially, the case studies are very well suited to the manufacturers of consumer electronic products. (C) 2001 Elsevier Science Ltd. All rights reserved.